الفهرس 
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Abstract
The purpose of current study is to examine customer intention to buy labeled menu items at quick service
restaurants (QSRs) and their attitude towards these restaurants featuring nutrition labeling menu. A conceptual
research model was developed adopting both theory of planned behavior and the norm activation model.
A self-administered questionnaire and an online survey were used to achieve the aim and objectives of the study. With a total of 308 responses, the results from structural equation
modeling indicated that attitude, subjective nonn (SN), perceived behavioral control (PBC), and personal nonn (PN) are determinants of intention to buy (IntBuy) nutrition
labeled items, which ultimately lead to consumers’ intention to visit and recommend restaurants featuring nutrition labeling (NL) menu. Moreover, there is a mediation effect of PN on the relationship between awareness of consequences (AC) factor and IntBuy in QSRs. Besides, customers prefer using Info summary combined with traffic lights formats of
NL in contrast with NL formats have already in use by QSRs in E!,’YPt. However, most of QSRs’ customers are not on special diet status, they have a great level of agreement
regards buying nutrition labelled items.
A major contribution of this study is the implications of modified model that will be considered as an effective tool to assist international QSR chains to improve their marketing
techniques by using the most effective nutrition labeling formats in order to properly guide customer for right buying decision. The study main social implication is to spread health awareness and contribute to facing obesity and overweight related issues.